Going from an idea to releasing an unexpected product (in 10 days)

Marketing can skyrocket a launch. Yet, no amount of marketing will help you if nobody is listening.

I still remember the disappointment when I launched one of my projects and it flopped (yes, I failed HARD).

I was super proud and happy to announce my last birth to the world after working alone in my cave for more than 30 days. But a sudden realization knocked me down like a Mike Tyson jab on my face.

No engagement, zero likes, zero replies. Only a couple of casual views.

Doubts started pouring in like Salt Bae sprinkles salt on a steak. Wasn't the idea that good? Or did my poor marketing skills affect the launch?

I tried again with one of the most incredible announcements I have ever created but still got the same shitty result.

I felt like a superstar for that ad. I can't find it anymore, but nothing special—believe me.

The room was so quiet that I could hear the little buzz of the fridge coil. No one cared (again).

And I dropped out because "these things don't work for me."

Things always look easy from the outside until you hit the court.

The truth is I lacked distribution and an audience of people willing to pay attention to my projects.

That's when I said, never again.

Three successful side-projects and 1300 customers later, I learned how to make an effective launch.

It's hard to stand out from the noise, even with an audience. People struggle with information overload and have limited attention spans.

How to get a standing crowd queueing outside?

The hidden formula is to build excitement and generate momentum.

Take your time to introduce the topic, build the project in public to stay top of mind, and release the spring.

It's the same process that helped me go from being skeptical to leaping and launching this newsletter.

Learn from The Maker Journey

I prepared a case study explaining all the steps to help you learn the ropes and kick off your project.

You can get a copy for free.

Side bonus: it might even come in handy as a playbook if you want to create a newsletter yourself.

“I wish I had this when I started my newsletter ‘cause I felt like a headless chicken nugget.”
— Christine Trac

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Build in Public Bites

A maker's journey can be a rollercoaster, but I'd have never predicted going from a thread idea to an unexpected product release in 10 days. My last two weeks have been freaking exciting!

• Monday 17: had the idea and sought validation.

• Thursday 20: decided to proceed despite being a bit skeptical.

• Sunday 23: it turned out I wrote an entire case study.

• Monday 24: finally wrote the thread as per the initial idea.

• Tuesday 25: setup the Gumroad page+graphics+automation.

• Wednesday 26: launch!

Mattia Righetti 🐙 @heymattia

Most makers flop with their launches. It's hard to stand out from the noise and earn raving fans. Steal how I created my newsletter in public and got 100 subscribers in 7 days: (+ Free Gift inside 🎁)

I still can't believe it happened.

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Are you working on a new product launch? How is it going?

Let me know and tell me at which step you are. I’ll be happy to help!

Until next time.

Mattia

PS: October 29th will be my first (real) Twitter anniversary. The day when I decided to change everything and start building my audience. The best 365 days so far 🥳